By Louis Iannaco
While carpet may have seen its market share shrink in the last few years, manufacturers have not stood idly by. Broadloom suppliers are utilizing new technology and design capabilities to offer end users something new and exciting. The result is an array of colors and textures never before seen in the carpet arena.

Mohawk’s Magic Isle by Horizon and Marciano by Wunda Weve are particularly noteworthy, said Jenny Cross, senior brand manager, soft surface. Magic Isle is a traditional, tailored pattern that has mass appeal. The precision cut/uncut pin dot pattern takes advantage of the soft feel of SmartStrand fiber made with DuPont Sorona polymer with a complementing soft look.

“Marciano is voluptuous and striking in its construction,” she explained. It is made with Wear-Dated Durasoft nylon featuring Scotchgard Protector Advanced Repel Technology. Both feature Mohawk Optiback, a backing technology designed to make installation easier and the carpet last longer, Cross added.

From Shaw Industries, on the residential side comes Simply The Best from its Inspired Spaces Collection. “The LCL pattern is made from Anso nylon and contains recycled content which can be recycled at Shaw’s Evergreen nylon recycling facility,” said Steve Sieracki, vice president, category and product manager. Essential Twist, a frieze from Kathy Ireland Colorwall, is made of EverTouch nylon and is also recyclable. “It’s a beautiful classic offered in solid colors and Berber flecks.”

From the mill’s commercial portfolio comes the L7 collection, a Best of NeoCon winner in 2005. “It remains a top seller,” said Curtis Calloway, marketing communications manager, Shaw Commercial. “L7 is a collaboration with Bruce Mau Design that brings color to carpet in a whole new way.”

Dressed to Kill was launched in 2002 and a redesigned collection, which also won a Best of NeoCon, was introduced this year, he explained. “This line presents collaborative patterns, vivid colors with understated elegance and a flexibility to enhance multiple environments.”

Cathy Mansour, director of marketing for Beaulieu Commercial, pointed to styles in each of the divisions two brands. “From Cambridge is our Preferred Stock Collection consisting of four color coordinating styles—Capital Gains, Portfolio, Joint Venture and Standards— in six different color combinations.

“This collection offers our customers an exceptional value in textured loop,” she explained. “The line is part of our quick ship products so consumers are able to get product for time-crunched installations.”

From its BOLYU brand are Pizzazz and ReAction. “Pizzazz offers an expressive texture, broken geometric line pattern and color that has a hint of sparkle due to the metallic yarn used,” Mansour said. Constructed of Zeftron nylon with a minimum of 25% recycled pre-consumer content, Pizzazz is also available in Nexterra Tile which has 85% post-consumer recycled content in the backing.

The ReAction collection consists of four styles—Chain of Events, On the Edge, Street Smart and Direct Effect— in six colorways. “Also part of our quick ship offerings, it represents a good product balance for customers looking for multiple coordinating styles for rushed installations,” she added. “Chain of Events, Street Smart and On the Edge are constructed using our Avalar SDX Premium solution dyed nylon and have our Puralex air refresher odor neutralizer built into the yarn.”

From Gulistan, its best two sellers, Dreamweaver and Sumptuous Beauty, are highend products. “Dreamweaver is a small overall pattern, which is part of our Bella Vista Collection we introduced at Surfaces 2005,” said Tony Prespitino, vice president of sales and marketing.

Sumptuous Beauty is a dense heavy weight texture using Tactesse Natural Spun fiber in 45 colorations. “The high-end consumer is still alive and well,” he said. “She wants styling, quality and performance in products that will both enrich and enhance her lifestyle.”

Bella Vista is a collection of nine styles—six LCL patterns, one texture, one loop and one frieze in 60 common colorations all constructed with Tactesse fiber. “It is so comprehensive and relevant for today that our placement and sales continue in an upward trend,” Prespitino concluded.